导　　师： 雷鸣

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 服装电子商务近几年迅猛发展起来，各类型的服装网站、电子商城等如雨后春笋般涌现，并以款式新颖、价格便宜、方便快捷等优点迅速占领市场，其中包括凡客、梦芭莎和麦考林等大型服装网站被大众所熟知。 本文拟从在校服装专业为基础，构建校园服装电子商务，一方面有助于服装专业人才如服装设计师、制版师和营销人员的岗位技能培养；另一方面让学生的设计作品、创意构思，特别是毕业设计作品，有一个展示平台；再者为服装爱好者提供一个自学的平台，拟探索服装电子商务的新模式。网站的建设包括学习板块、展示板块和销售板块三大类。学习板块，包括服装品牌网址黄页、服装设计与制作视频等相关知识、服装流行资讯和大赛等；展示板块，包括创意服装设计、成衣图案设计、成衣款式设计等；销售板块，包括表演类服装和团购二大类。团购类的服装主要通过与厂家合作代销的模式开展，表演类服装则来源于学生的设计作品及个性订制。本文采用观察法、专家访谈法、调查法等进行项目研究。本文的研究内容主要是校园电子商务的可行性及服装电子商务的运营策略。项目的计划目标是建立一个集服装专业学习、展示和购物的综合性平台。 Clothing electronic commerce has been fast developing in recent years. Various types ofclothing webs and electronic business, took part into the marketing, and showed manyadvantages as fashionable style, low price, convenient operation, quick response etc,such asVANCL, Moonbasa, M18and other large clothing net station widely known. We would like to construct the campus clothing e-commerce based on the clothingprofessional course in school. It can help to train out and improve students' professional skillsfrom clothing course. And the other hand, it can provide a platform for students to show theirdesign artworks, especially the graduate ones. Also through this we can try a new way forclothing e-commerce development. Build up the clothing e-commerce websites. It mainlyincludes studying region, showing region and saling region. In studying region, this platformwill provide yellow pages of clothes brands, knowledges of clothes design and fabrication,clothing fashion‘s information and competition etc. In showing region, it includes creativeclothing design, garment pattern design, garment style design etc; In saling region, there aretwo major parts as performance apparel and group purchase.In this paper the project studyadopts the methods of observation, expert interviews,survey method.The main content of thispaper is the feasibility of campus electronic commerce and the operation strategy of clothingelectronic commerce. The target of these websites construction is to build up a comprehensive platform forclothing course studying, showing and shopping.

关 键 词： 服装电子商务 服装营销 校园电子商务

分 类 号： [F724.6 F426.86]

领　　域： [经济管理] [经济管理]